The Licensing Industry Merchandisers’ Association (LIMA) has announced it has changed its name to Licensing International, effective immediately.

The trade organization’s rebrand will include a relaunched website, identity and visual language that is aimed at better reflecting the modern state of the licensing industry. According to Licensing International, a key motivator for the new name is the growing global impact of licensing worldwide. When the organization was first formed in 1985, about 70 percent of the world’s licensing revenue came from North America, but today, international markets claim more than 40 percent of licensing profits.

“As the leading facilitator in the licensing industry, we serve a growing, global community by connecting members and diverse brands across the world to invaluable insight and resources,” says Maura Regan, president, Licensing International. “Our debut as Licensing International symbolizes a new chapter for the community and demonstrates our dedication to the licensing industry of tomorrow.”

The name changes comes ahead of upcoming events from Licensing International including the International Licensing Awards and Licensing Week festivities.